When to use

Funnel encodes values as width (or area) of successive stages. Sales-management language of the mid-20th century; later CRM dashboards.

In reports, ads and assignments it fits ordered drop-off: leads, checkouts, applications. Skip it when stages are not nested subsets of the same population.

Use when

• Use when 1 — ordered drop-off: leads, checkouts, applications
• Use when 2 — Excel or Google Sheets
• Use when 3 — PowerPoint
• Use when 4 — lab reports and poster boards
• Use when 5 — Meta, Google and retail print

Avoid when

• Avoid when 1 — stages are not nested subsets of the same population
• Avoid when 2 — 3-D, dual axes, rainbow scales
• Avoid when 3 — Undated numbers, undated time series
• Avoid when 4 — Four charts on one slide

Audiences

• Work — PowerPoint
• Ads — Meta, Google and retail print
• School — lab reports and poster boards

Funnel: honour width (or area) of successive stages, and switch when stages are not nested subsets of the same population.

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